We’ve all heard the buzzword 'omnichannel' tossed around, but what if it’s the wrong way to think about digital commerce? In this episode, I dive into fresh research from the Digital Shelf Institute and share my take on why focusing on channels misses the bigger picture: the consumer journey.

From digitally influenced sales, to the rise of insurgent brands and even Unilever’s bold experiment in creator-driven marketing, I’ll walk you through the insights that are reshaping how brands need to think about growth, organizational design, and the future of commerce. Whether you’re at a scrappy startup or a global powerhouse: success comes from building organizations that think digitally first.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:19] - Why 'omnichannel' puts the focus on the wrong thing
[01:36] - The rise of digitally influenced sales and Walmart’s 68% growth stat
[03:24] - Why silos between sales and marketing no longer work
[05:01] - The quiet advantage small brands hold over big CPGs
[07:15] - Unilever’s bold shift to creator-led marketing
[09:18] - Shared goals and KPIs as a driver of cross-functional success
[10:26] - The bigger question: how to design organizations that think digitally first

Links & Resources

• Download new research from The Digital Shelf Institute, Reinventing the Organization for Omnichannel Success: Beyond ‘Where Ecommerce Sits’
• Read Jason Goldberg's article on ShipStation, No, Your Goal Should Not Be “Omni-channel” (And What You Should Focus on Instead)
• Follow Jason Goldberg on LinkedIn
• Read my article Brands Are From Mars, Retailers Are From Venus
• Check out Bain & Company's 2024 Insurgent Brands
• Read How Unilever is Spending Half its Budget With Creators by Mike Shields
• Read my article What Unilever's New CEO Isn't Saying About Retail Media
• Read my article What It Actually Takes to Build a Retail Media Federation
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn